FIG + SPARROW

For this campaign, I developed a 12-month Integrated Marketing Communication (IMC) plan for Fig + Sparrow, a local independent coffee shop and lifestyle store in Manchester. This project focused on expanding an original campaign idea into a cohesive, multi-channel strategy that consistently communicated a central core message. The plan combined both traditional and digital marketing tools, such as local print media and Instagram storytelling, ensuring alignment through an IMC approach that “spoke with one voice.”

The report outlined SMART communication objectives, a strategic rationale for channel selection, and a detailed implementation timeline presented through a Gantt chart. It also included proposed methods for evaluating campaign effectiveness. This project showcases my ability to translate academic concepts into creative, real-world marketing solutions while demonstrating strategic thinking, planning, and communication skills.

Creating various consumer touchpoints and integrating multiple communication strategies helps reinforce the campaign’s core message: “From Specialty Brews to Inspired Moments: Unwind, Connect, Create.” This message positions Fig + Sparrow not only as a destination for high-quality coffee but also as a welcoming space for young professionals to meet, unwind, and share creative energy. The emotional selling proposition focuses on authenticity, creativity, and human connection, values that strongly resonate with Gen Z and Millennial audiences. The campaign builds on this by blending emotional and informational content, designed using the AIDA framework, to capture attention, spark interest, and drive meaningful engagement.

One key insight from my research was that Fig + Sparrow currently operates without a dedicated website, limiting its online presence and discoverability. As part of the campaign, I recommended developing a simple yet effective website to serve as a central hub for the brand. This would include essential features such as a menu, event calendar, online booking for collaborations, and integrated links to social media. Creating a website would not only improve customer experience and trust but also support broader marketing efforts by increasing visibility, SEO performance, and brand credibility.

As part of the campaign strategy, I developed the idea of hosting four seasonal events in partnership with CoffeeMeetsBagel (one per quarter) to drive foot traffic, increase brand awareness, and position Fig + Sparrow as a social hub for meaningful connections. The goal for each event is to align with the brand’s warm, community-focused ethos while introducing an engaging offline experience that complements the digital campaign. This collaboration will not only enhance the shop’s visibility but also create opportunities for local press coverage, user-generated content, and lasting customer relationships.

To support Fig + Sparrow’s growth, the campaign outlines measurable goals across digital, in-store, and event-based channels. Key performance indicators (KPIs) include:

• Social Media Growth: Increase Instagram and TikTok followers by 25% by May 2026 through consistent weekly content (4 posts, 3 videos). Metrics include monthly follower growth, reach, and profile views.

• Website Traffic: Following the launch of a new website, aim to boost organic traffic by 20–30% within six months. Track performance via SEO audits, bounce rates, session duration, and keyword rankings.

• Event Activation: Host four seasonal CoffeeMeetsBagel networking events with a target of 50–75 attendees per event. Success will be measured through sign-ups, attendance rates, and post-event follower growth.

• In-Store Footfall: Drive a 25% increase in in-store traffic using tactics like local partnerships and location tagging. Monitor via foot traffic data, POS transactions, and customer-generated content.

• Engagement Boost: Improve social media engagement by 20%, tracked through post interaction rates, comments, shares, saves, and story engagement tools like polls and quizzes.

These KPIs ensure that both online and offline strategies are data-driven and aligned with the campaign’s core message of connection, creativity, and community.

I achieved a Distinction on this project by demonstrating strong strategic thinking, creativity, and a clear understanding of integrated marketing communication principles. My work was praised for its cohesive campaign structure, thoughtful use of both digital and traditional channels, and a well-justified implementation plan. The report stood out for its professional tone, depth of analysis, and the practical application of strategic marketing theories to a real-world brand.